TY  - JOUR
AB  - Purpose– The purpose of this commentary is to discuss environmental uncertainty and to illustrate the value of scenario planning for small to medium‐sized enterprises (SMEs) operating in a volatile environment.Design/methodology/approach– The literature regarding strategy formulation, environmental uncertainty and scenario planning is reviewed and considered in the context of managerial decision making.Findings– Given the way managers learn to “know” what is happening in their business environment, scenario planning can be adapted for use by SME owner/managers.Originality/value– Although scenario planning was developed for use by large companies, this paper illustrates that it can be used by smaller firms.
VL  - 42
IS  - 11/12
SN  - 0309-0566
DO  - 10.1108/03090560810903628
UR  - https://doi.org/10.1108/03090560810903628
AU  - Johnston Michael
AU  - Gilmore Audrey
AU  - Carson David
PY  - 2008
Y1  - 2008/01/01
TI  - Dealing with environmental uncertainty: The value of scenario planning for small to medium‐sized entreprises (SMEs)
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 1170
EP  - 1178
Y2  - 2024/04/25
ER  -